Designer Collaboration: Marni at H&M Finally Hits Stores

H&M's latest designer collaboration, Marni at H&M, hit stores on Thursday and with the opening came lengthy lines and excited shoppers who were over the moon about scoring the Italian label's more affordable duds.

This came as no surprise, since the official launch party for the line in Los Feliz, Calif. Feb. 17 boasted several A-list celebrities who were thrilled to get a sneak peek at the line.

"I love that it's accessible and affordable," Drew Barrymore told Us Weekly at the event. "Bottom line, I want to get a bag of clothes for the price of one garment. I love when people bring these high-end designers to these stores where you can supermarket sweep it, and you can be crazy and not break your bank. That's what shopping's all about for me, so I feel good buying these clothes."

Accessible and affordable, yes. But supermarket-sweep style? Not with the officials of H&M running the show.

Fashionista.com details the regimented system put into place on Monday morning, which included rules like no more than two pairs of shoes per customer, scheduled shopping blocks, etc. The order was put into place due to the insanity that ensues, with shoppers lining up outside stores the evening before, buying up the lot and then selling the pieces for inflated prices on eBay.

Stefanie Keenan/Getty Images for Marni and H&M

Key pieces from the line include the burnt orange and blue colorblock dress Frieda Pinto wears here ($79.95), the circle-printed frock Barrymore wears above ($79.95) and the green long-sleeved number Milla Jovovich is pictured in ($99).